Must Have Commodity Benefits from Branding

According to The New York Times, gasoline prices surpassed $3.50 a gallon nationwide for the first time and oil jumped to a record high on Monday.
Given the intense price pressure on consumers, it’s interesting to note this article in Ad Age about consumers buying gas on brand preference, not price.

Karen Wildman, brand and communications manager of the Shell brand at Shell Oil Co., said the industry hasn’t done a good job in the past five to 10 years of educating Americans about their fuel products.
She said the $35 million she spent last year for the gas brand’s “Passionate Experts” campaign was a good investment and is spending the same amount this year to continue the effort.
Ms. Wildman said Shell’s quarterly research shows that consumers’ perception of the brand’s gasoline has improved dramatically since the campaign began running, though she declined to provide specifics. She credits improvement partly to the simple message that Shell gasoline can “stop gunky buildup” in engines.

Personally, I don’t purchase gas from Exxon/Mobil, nor Shell.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.